keyword match typeGetting Your Keyword Match Types Bang On!

On a recent blog post Deadly Mistakes Made When Conducting SEO keyword research, there was a comment mentioning the differences in keyword match types. This is a valid point and is something that many people fall foul of, so it only seemed right, fair and honourable to discuss in greater depth what Google Match Types are, how they can have a negative impact on your SEO campaign or, if selected correctly, can greatly increase the return on your pay per click marketing investment.

What are Google Adwords Match Types?

When doing your keyword research, Google Adwords not only allows you to choose the keywords that you wish to rank for in search, but also gives you tools to help you understand how general or how targeted you need to be.

These tools are called keyword matching options. There are four different types of keyword matching options that will allow you to focus your keywords better and thus return greater results for your Google Pay Per Click campaign

Broad Match keyword targeting

This is the default option when you select a keyword you are targeting. The broad match means that whenever a search is made that contains all of your specific keywords, in no particular order, your advert will be shown.

Let’s go with the keyword term Hand Made Jewellery.

Now, if someone were to type in to Google

“dolls jewellery”

“second hand jewellery”

“Jewellers”

Your advert would be shown for all of those searches. Now you might feel that the people who see the ad will be relevant and they may be, but the chances are that the people who may click on the ad have no commercial intent what so ever and therefore will not purchase anything from you and cost you money.

“Phrase Match” Keyword Targeting

This option means that your ad will only be shown if your keywords are searched for in the order you have written them. Your ad will still appear if other keywords are present in the query but only if they are in the correct order. Phrase match narrows your reach by preventing your ad from showing on irrelevant variations of your keyword.

Ad will appear for the query:
used hand made Jewellery
buy hand made Jewellery
antique hand made jewellery

Handmade jewlerry

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

Dog Jewellery made by Hand

[Exact Match] Keyword Targeting

This option means that your ad will only appear when your exact search phrase is show with no words, before, after or in between.

Ad will appear for the query:
Hand made jewellery

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

Dog Jewellery made by Hand

Used handmade Jewellery
buy hand made Jewellery
antique hand made jewellery

Adding exact match to your keywords can severely limit the reach your advertising gets however on the positive side if you have a keyword that is proven to convert after testing; then exact match keywords can be highly profitable.

-Negative match Keyword Targeting

This option is used when there are specific keywords that you do not want your ad to appear for. Most businesses use the word “-free” as negative keyword to minimize the number of customers looking for free products and again costing them money by clicking on the adverts.

Embedded match Keyword Targeting

Is probably the least known and most underused match type on Adwords. The function allows you to prevent your ad from appearing in relation to certain phrase or exact matches.

For example, let’s say your business sells Amazon kindle accessories but not the Amazon Kindle itself you could use the embedded match option of a negative keyword and exact match on -[Amazon Kindle]. This way, the advertiser’s ads appear for Amazon Kindle Jackets and Amazon Kindle Keyboard, but not for the exact match Amazon Kindle.

The correct usage of these keyword match types can help you reduce your unwanted and unprofitable clicks, which will help to increase your return on investment from your pay per click campaign.